*FACE OFF CHALLENGE Team: The Republic of Rau College: IIM Indore Members: Ganesh Babu Krishnakant Patidar Rahul Morey Shrey Singh

What is the Product Product: “Parachute Advance Jasmine” hair oil synonymous of Shine Attributes: Soft, Silky, Smooth & Shine Superior sensorial & fragrance Core Segment: SEC BC Female population of tier I & tier II cities Demography: Age group 18-24, Female Psychographic: women just moved in college/higher education and started journey of exploring new things Problem: Need to bring the product in the front market to grab the existing opportunity through bringing minor and major amendments in products, target segment and proposition to make product more successful. Opportunity: Shine is an extremely desired traits and the market for hair care is growing as numerous problem related to hair fall, dandruff & dull hair have aroused. Threat: The substitute for the hair oil (like serum, shampoo, conditioner etc.) is increasing and the competition in hair oil market is also rising

Market Analysis Row Labels Sum of SEC B Households Sum of SEC C Households Average of Total Household Income Karnataka Kerala Maharashtra Rajasthan Uttar Pradesh West Bengal Grand Total *Source: Indicus Solution As per the demographic statistics of targeted states around 5,218,800 female of age group live in tier I & tier II cities which is a huge consumer segment for the product like PAJ. As the PAJ is not much costly as other competitive & substitute products like shampoo and other shine hair oil. So, it can attract the customer from the SEC BC classes or average income group. But as per the data the tier III cities also have huge number of customer for such products as SEC BC is higher (in %) in tier III cities. So as new market Marico can cash on its tier III distribution system through bringing PAJ in the tier III market. As all the key markets are in different geographical condition which requires different marketing tactics (like in coastal area due to large production of coconut providing fragrant containing non-sticky coconut oil can attract the traditional coconut oil user.

What Changes Required…? Target them Young As the target segment is women who have just moved to college/higher education targeting them young will translate to a life long customer lock in to PAJ. By in college promotion can help and using this platform to provide samples can get in new users. Target them Young As the target segment is women who have just moved to college/higher education targeting them young will translate to a life long customer lock in to PAJ. By in college promotion can help and using this platform to provide samples can get in new users. Shine-O-meter Selfie Campaign : Develop an app to check the shine of your hair and provide a relative score based on the shine. The software should be able the detect the intensity and uniformity of your hair shine and provide a social network share able score based on the relative shine of the various participants. Shine-O-meter Selfie Campaign : Develop an app to check the shine of your hair and provide a relative score based on the shine. The software should be able the detect the intensity and uniformity of your hair shine and provide a social network share able score based on the relative shine of the various participants. Using marriages as a channel for PAJ promotion As it is the tradition of giving daily usage items during marriage, using this platform for promotion on the various items used in marriage like the paper cups and rolls and also sponsoring some of the daily usage items and exploring new avenues for promotion can be useful. Using marriages as a channel for PAJ promotion As it is the tradition of giving daily usage items during marriage, using this platform for promotion on the various items used in marriage like the paper cups and rolls and also sponsoring some of the daily usage items and exploring new avenues for promotion can be useful. Retail & Modern trade Activation: A mirror rack. Which will serve the purpose of rack. The rack will be made of mirror with caption on the rack “Open the rack to get the secret of shiny hair”. The mirror can be used for the benchmarking of shine of hair (pre product usage or post product usage) Retail & Modern trade Activation: A mirror rack. Which will serve the purpose of rack. The rack will be made of mirror with caption on the rack “Open the rack to get the secret of shiny hair”. The mirror can be used for the benchmarking of shine of hair (pre product usage or post product usage)

What Changes Required…? Innovation: As per focused group study people finds the PAJs fragrance very smelly and as the women participants suggested that fragrance should be light and likable. Currently PAJs packaging is not very eye catchy wrt. other hair oil. So, Improvisation on packaging will help the product grow as in tier I & tier II cities mostly people buy products from large retail shops (Big Bazar, Easy day etc.) where packaging helps a lot in increasing consumer base. Innovation: As per focused group study people finds the PAJs fragrance very smelly and as the women participants suggested that fragrance should be light and likable. Currently PAJs packaging is not very eye catchy wrt. other hair oil. So, Improvisation on packaging will help the product grow as in tier I & tier II cities mostly people buy products from large retail shops (Big Bazar, Easy day etc.) where packaging helps a lot in increasing consumer base. Expansion: The size of SEC BC is also very high in tier III cities as average income of those cities have increased and most the households (in %) belongs in SEC BC. Marico can cash on its resources (Distribution system) in tier III cities Expansion: The size of SEC BC is also very high in tier III cities as average income of those cities have increased and most the households (in %) belongs in SEC BC. Marico can cash on its resources (Distribution system) in tier III cities Focused Branding: To increase the product awareness among women’s; the focused or female oriented branding can help the product to grow its consumer segment and positioning the product in the shine segment as after wash will give an option as substitute to the shampoo users. Addressing the proper attributes for the target group and emphasizing on shine will attract the targeted consumer as well as new customer in the segment. Focused Branding: To increase the product awareness among women’s; the focused or female oriented branding can help the product to grow its consumer segment and positioning the product in the shine segment as after wash will give an option as substitute to the shampoo users. Addressing the proper attributes for the target group and emphasizing on shine will attract the targeted consumer as well as new customer in the segment. Geography based Marketing: As the key market consist the coastal area Karnataka, Kerala & West Bengal where the production of coconut & coconut oil is higher than any other geography and the local people mostly rely on the coconut oil for cooking as well as for hair. So, marketing PAJ as non-sticky & fragrant product can attract the consumer in these areas. Geography based Marketing: As the key market consist the coastal area Karnataka, Kerala & West Bengal where the production of coconut & coconut oil is higher than any other geography and the local people mostly rely on the coconut oil for cooking as well as for hair. So, marketing PAJ as non-sticky & fragrant product can attract the consumer in these areas. Sachet Marketing: Women of age group (TG) participates in lot of adventurous events and do adventurous activities. So, bringing sachet packs as tour packs will target the young women consumer. Sachet Marketing: Women of age group (TG) participates in lot of adventurous events and do adventurous activities. So, bringing sachet packs as tour packs will target the young women consumer.